[Marxism] Chipotle Promotes Self, Better Farming Practices With Eerie Video - Truthdig

Louis Proyect lnp3 at panix.com
Sat Sep 14 07:14:58 MDT 2013


Chipotle Promotes Self, Better Farming Practices With Eerie Video

The fast-food chain Chipotle has produced a beautiful, haunting animated 
video that depicts industrial-scale farming as a scourge of the animals 
and people who inhabit the commons.

The short film, titled “The Scarecrow,” follows a scarecrow through a 
nightmare world of factory farmed foods while an emotionally dissonant 
cover of “Pure Imagination” from “Willy Wonka and the Chocolate 
Factory,” performed by Fiona Apple, plays overhead. The clip is sure to 
produce uncomfortable feelings in viewers who are wary of any major 
corporation’s attempt to portray buying its products as an act of 

The film is paired with an iOS game, which The Verge reports offers a 
free burrito from Chipotle to anyone who finishes all four levels.


Mother Nature, Make Me Rich
by Michael D. Yates

In capitalist economies, the search for new ways to make money is 
relentless.  The environmental difficulties that these economies 
engender have given rise to "green" entrepreneurs, capitalists who have 
used concern for Mother Nature to get rich.  Chipotle has taken 
advantage of this concern, along with the well-warranted fear that the 
food we eat is making us fatter and less healthy, and built a business 
empire.  However, underneath the green branding lies the root reason for 
Mr. Ells' remarkable success: the ruthless obsession with control of the 
labor process.

full: http://mrzine.monthlyreview.org/2011/yates310511.html

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